Nike rolls out campaign to launch Nike Lunar+Trainer

The campaign seeks to strengthen Nike’s position in the running shoes category.

The campaign targets two key groups of runners, core runners and emerging runners, and will run for three months until January 2009.

It includes outdoor, in-store, print and video spots for TV screens and website. In Malaysia and Thailand, the campaign is currently confined to stores.

The objective is to promote the Nike Lunar+Trainer as lightweight shoes with cushioning. Two 10-second video spots developed as part of this campaign are taglined ‘Turn road into foam’ and show the lower half of a person running on a road. As the runner’s feet draw closer on the screen, viewers see that where the shoes comes into contact with the road, it sinks in like foam.

Mindshare is the media agency for this campaign.